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AUSTRALIAN HOTELIER FEBRUARY 2016 | 27
SUPPLIER
SUPPLIER
SCIENTIFIC
GAMES
ADRIAN HALPENNY
SENIOR VICE PRESIDENT
In last year’s Industry Leader’s Forum Senior
Vice President Adrian Halpenny was preparing
to take the local entity through another change in
ownership following the acquisition of Bally by
Scientific Games Corporation. The transaction
completed in November 2014 set an exciting new
course for the Australian entity bringing together
three iconic gaming brands of Bally, WMS and
Shuffle Master into the Scientific Games family.
It was no small task, given that each brand was
synonymous with category leadership in gaming
locally and globally.
T
o sum up our year, 2015 moved at an
incredible pace giving us access to a
substantially expanded portfolio of
IP. We were figuratively given the keys
to the lolly shop and had the ability to access
technology that we leveraged to bring inspiring
new products to market – including our best-
of-breed cabinet Dualos, along with some new
game concepts into our game library.
This dynamic blend of talent and technology
has enabled us to demonstrate that we are
able to streamline our offering from such an
extensive portfolio of global brands into unique
Australian-focused content. When I think of
how fast we moved in 2015, the
Dualos cabinet would have to
be a company highlight. The
Australian team was able to
take proven technology, like the
OLED button panel pioneered by
WMS, and combine it with the
strong engineering capabilities
of Bally to give us a superior
delivery mechanism for our
content moving forward.
Three years ago we could
never have envisaged being
able to do this so efficiently.
Our local game designers
now have what we see
is our most impressive
cabinet. We have control
of lighting from the
game so there is a
really spectacular visual
presence that was a
significant leap forward
for us. Being able to draw on so many incredible
in-house resources gave us the honour to be
the first new cabinet to be released by Scientific
Games coming from Australia. It was a very
proud moment for our business. 2015 gave us the
vehicle that will take us into the future. With the
integration largely complete, the Australian entity
will rebrand in 2016 so we are all looking the
same as we move forward, with hoteliers starting
to see the games branded under the Scientific
Games name later in the year.
With everything moving so fast in 2015,
mid-year a large part of our effort was directed
to getting out into the marketplace with our
team to explain how we are evolving as a
company and what it means to hoteliers.
Broadly this centred round our ownership
change, that it really is a seamless process
but still has an impact because it leads to a
name change, but what we really dedicated
our efforts towards was communicating with
our customers. Retaining those relationships
that have been built up over many years from
Stargames to Shuffle to Bally to Scientific
Games can be wiped out in an instant if you
don’t go out and share your message with
customers. We have had such a unique position
in the Australian market and ignoring that was
never going to be an option.
Nationally our strategy for hotels in 2016 is
threefold:
• a strong line of higher-denomination games
aimed at high value players
• increased focus on multi-denomination games
• continue to provide product that
Australian players enjoy drawing from our
vast games library.
Customers will see us concentrate on
reinforcing our game library with a range
of new titles that are geared towards hotels.
Each market in Australia has a flavour of its
own that needs to be considered, it’s rare that
one game will conquer every jurisdiction but
we’ve had that success in the past so that is
driving our efforts for this year. The first title
for 2016 for New South Wales will be Rise of
the Emperor. It was first displayed at AGE as
part of a MultiDeluxe Grand release and we’re
confident that it’s got the power to cut through
as a multi-denomination standalone game.
For Queensland, we’ll be unveiling an
exciting new link that has been a year in
the making. Lock it Link combines several
proven game design elements that will engage
players through a combination of
rewarding gameplay features,
multi-denomination game
selection, two brand new
base game models and a new
bonus feature that awards
respins with growing bonus
credit prizes. Lock it Link will
be progressively rolled out
nationally in 2016.
In short, 2016 will see
us focus on the core task
of delivering good games
having hit the reset button
in 2015. We’re strengthened
operationally, we’re
structured to move forward
and by continuing to work
with our customers we are
confident that these pillars
have laid the foundation
for great success in
2016.
how fast we moved in 2015, the
Dualos cabinet would have to
be a company highlight. The
take proven technology, like the
OLED button panel pioneered by
WMS, and combine it with the
strong engineering capabilities
of Bally to give us a superior
customers. We have had such a unique position proven game design elements that will engage
players through a combination of
rewarding gameplay features,
multi-denomination game
selection, two brand new
base game models and a new
bonus feature that awards
respins with growing bonus
Lock It Link ready for Queensland hotels